CEIR publica un nuevo informe de la serie Industry Insight

It’s Not Your Father’s or Mother’s Trade Show Anymore – Engage with Caution

The Center for Exhibition Industry Research (CEIR) announces the release of a new Serie de conocimientos de la industria informe, It’s Not Your Father’s or Mother’s Trade Show Anymore – Engage with Caution. This document offers advice from a seasoned exhibitor training consultant who urges exhibitors to shift engagement approaches to align with the new dominant generation in the workforce, Millennials.

“Barry Siskind is a well-respected consultant in the industry,” noted CEIR CEO Cathy Breden, CMP, CAE. “His commentary walks the reader through the importance of exhibitors making changes now, to assure that an exhibit program keeps pace with generational shifts in play in today’s B2B marketing landscape.”

It’s Not Your Father’s or Mother’s Trade Show Anymore – Engage with Caution offers a synthesis of key findings from CEIR research that highlight unique generational preferences of business professional attendees. Siskind makes the case, based on his extensive exhibitor training experience, for the urgent need to shift attendee engagement approaches to align with what is apt to resonate with Millennials. This study helps the reader understand the underlying rationale for shifting approaches and offers concrete examples of how to shift booth staff engagement tactics to position face-to-face engagement efforts for ultimate business success.

Siskind remarks in the report, “Unlike acts of nature which produce immediate and often devastating effects, business disruptions do not always happen quickly, and their effects are often surprisingly positive. The exhibition industry is no exception.” He further notes, “When exhibitors ignore the influence of Millennials, they place their trade show investments in peril. Unless Millennials are being properly engaged, all good intentions are simply window dressing.”

This 12-page report covers the following:

  1. Why it is important to adjust booth engagement techniques – data on the generational workforce shift in play and topline CEIR data on unique generational workforce preferences
  2. Discussion of gaps of exhibit booth engagement approaches with what attendees use
  3. Exhibit booth additions, improvement plans to enhance attendee engagement
  4. How to convert attendee “window shopping” into engagement via the human factor
  • Conversation opener examples
  • Discussion of the power of empathy in driving discussions with attendees
  • Questions to include in pre-show exhibit booth staff training to help maximize success of attendee engagement efforts
  • Tactics to effectively disengage with attendees and successfully identify next steps

Hacer clic aquí to download the report.

EDPA, ESCA, IAEE, IAVM and SISO members can access the CEIR library and reports at no cost – a benefit of membership in these organizations.

Acerca del CEIR
El Centro de Investigación de la Industria de Exposiciones (CEIR) sirve para promover el crecimiento, la conciencia y el valor de las exposiciones y otros eventos de marketing presenciales mediante la producción y entrega de herramientas de investigación basadas en el conocimiento que permiten a las organizaciones interesadas mejorar su capacidad para satisfacer las necesidades actuales y actuales. necesidades emergentes de los clientes, mejorar el rendimiento de sus negocios y fortalecer su posición competitiva. Para obtener información adicional, visite www.ceir.org.


Consultas de los medios:
María Tucker
+1 (972) 687-9226